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Rubicon Project Survey Finds Shoppers Out in Force This Holiday Season, with 6 in 10 Planning to Turn Out on Black Friday or Cyber Monday

November 24, 2015

Those who plan to do most of their holiday shopping online and on mobile devices plan to spend 20% more than those shopping in brick and mortar stores

LOS ANGELES – November 24, 2015 – With the official kickoff to the holidays only a day away, shoppers are planning to be out in force this season, with six in 10 Americans planning to shop on Black Friday, Cyber Monday or both, according to the latest consumer pulse survey from Rubicon Project (NYSE: RUBI). The annual survey examined the holiday shopping habits among 1,000 consumers ages 18 and above in the United States and includes data on online and mobile shopping trends and how consumers are spending their money this season.

This holiday consumers will increasingly shop from the comfort of their home or office, and especially on Cyber Monday, with 56% of those polled saying they love Cyber Monday and over half (52%) believing they can get better deals on Cyber Monday versus any other time of the year. Shoppers are less favorable about Black Friday, with less than half planning to head out the day after Thanksgiving. Those shoppers who intend to do most of their shopping online or on their mobile devices also plan to spend 20% more overall compared to those who plan to do a majority of their shopping in brick and mortar stores.

“The biggest consumer trend we are seeing this year is a massive shift in behavior and engagement with consumers signaling they are just as comfortable making purchases online and mobile as they are in store,” said Joe Prusz, Head of Mobile, Rubicon Project. “Importantly, consumers aren’t just going online, they’re going to their favorite mobile devices, with 44% planning to use a smartphone or tablet to make holiday purchases. With consumers taking control of when and where they shop, it’s clear that it will be a very merry mobile Christmas.”

Some additional insights from the annual holiday survey include:

Consumers plan to be out in force this holiday season as 78% of those surveyed plan to spend the same or more this year than they did last year. Nearly one-third of US shoppers (31%) plan to spend more on holiday shopping this year versus last.

Gift cards (71%) and apparel (67%) are the two most popular items consumers are planning to shop for this year.

A majority of consumers (64%) prefer to buy many smaller gifts rather than one big ticket item. However, half still plan to splurge on a big ticket item this year, which will most likely be in the technology category.

Online shopping will be nearly as popular as in-store shopping this holiday season, with three quarters of US shoppers planning to do some online shopping, including 96% of parents who plan to shop online this holiday.

For the first time, an online destination tops US shoppers’ lists as the #1 outlet for holiday shopping, with 69% of consumers planning to shop on Amazon, followed by Walmart at 58%.

“This year we are seeing a relatively confident consumer heading into the holiday season with most planning to spend the same or more as last year, over $1,000,” commented Dallas Lawrence, Senior Vice President for Rubicon Project. “We saw many shoppers begin their holiday shopping before Labor Day and they’re shopping whenever and wherever they can — late at night, on the go, at the gym or in retail stores. To capture the greatest share of holiday shopping retailers really need to embrace the always on consumer with the right mix of online, in-store and mobile engagement.”